Sep 15, 2023
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Bodycare brand Estrid names brand chief, will open second HQ in London

Sep 15, 2023

Swedish bodycare brand Estrid is to open a second corporate headquarters in London following a period of “explosive growth”, with revenues up more than 60% year-on-year.

Nico Morga Aldenas

To head up the new corporate base, Estrid has hired beauty industry veteran Nico Morga Aldenas for its newly created role of Chief Brand Officer.

She has served in leadership roles at top beauty organisations like LVMH, Estée Lauder and Shiseido. So she brings a wealth of expertise in scaling digital-first brands, most recently leading the brand marketing for Makeup by Mario, launching the founder-led label internationally and “building the brand to become a socially-native, global success story”.

In her new role, Morga Aldenas will be responsible for “continuing to grow and better serve Estrid's highly engaged community, spearheading expansion across multiple markets and channels".

Estrid, meanwhile, said it has gained "millions of subscribers” in just four years "by doing things differently” sighting a clear focus on purpose and activism, a cruelty-free portfolio, and the added help of major body-positive influencers such as Sophia Hadjipanteli and Munroe Bergdorf.

In recent months, the brand launched major limited edition collaborations, including a partnership with Swedish fashion giant H&M

Ben Eliass, founder and CEO at Estrid, said: “Our mission has always been to make every human feel seen, irrespective of the labels put on them by society. With millions of customers across Europe loving what we offer and supporting us along the way, we’re taking the necessary steps from indie niche upstart to truly challenging the long-standing Goliath in our industry. An upcoming London office is a big step in this direction."

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